Many complain about designer spring/summer collections hitting the stores too soon, at a time when a major chunk of Lahoris are still wearing their sweaters or socks to bed. It would take a brand much more than mere advertising to get people off their beds and hit the stores in order for them to get their hands on a brand’s newest lawn collections.Fashion and lifestyle brand So Kamal seems to have done just that with their latest S/S 2019 lawn collection that launched nationwide earlier this week. “Understanding the local market and trying to get inside the head of a regular shopper is a daunting task, but if you are successful in doing so, the market is your oyster. We opted for distinctiveness, uniqueness and flavourful element to our designs this year, something that would work and strike a chord amongst the masses and not just young ladies,” Erum Ahmed of So Kamal tells me.With ethos and signature design philosophies resonating with the brand’s mission, their collection this year is all about practicality, affordability and lots of variety. What I particularly noticed about So Kamal’s collection this year was that it leaves one spoilt for choice. There are three varying editions to it for one to choose from and boy does it leave you breathless! The premium exclusive range consists of 10 unstitched pieces with a price range that starts from Rs 6,250. The regular S/S ’19 lawn collection has a total of 90 unstitched items with price range starting from Rs 1,500 onwards. Their newly-introduced Athleisure line has 10 pieces which are stitched and their price range begins from Rs 2,500.The other noteworthy element is that how I mentioned earlier that the designs are practical, easy and comfortable to wear without making one glow and shimmer under the weight of heavy embroideries and tassels that interfere with your routine. There is class, elegance, sobriety and grace with all the designs and even for the ones in the premium exclusive range where the add-ons are subtle and the embroideries are scarce. Their Athleisure range is bound to pull the most clientele as it’s perky, cheery and bright with a fun and hip element that reaches out to the youth and vibrant girls there are. These consist of digital prints, hand painted designs and a little bit of truck art element to them.“The Athleisure range of ours is a fusion of east meets west and mostly aims at girls not too bothered about taking duppatas or heavy three-piece lawn suits. They quickly want to dress up and leave for their workplaces or universities,” Erum Ahmed says. Adding to the list of noteworthy items they hold, there are also pieces with stunning jacquard fabric and embroidery one can find. It adds to the variety of the designs on offer.Still in that bed? It’s time to hit the store now! Published in Daily Times, March 17th 2019.